市场营销毕业论文：基于大学生网络购物特征浅析网络营销策略稿.doc

PAGE 基于大学生网络购物特征浅析网络营销策略摘 要随着网络的迅速发展，我国已进入电子商务时代，网络购物的方式已被广大网民普遍认可，其中大学生群体已成为电子商务的主要消费者，是企业、商家重要的目标群体，是企业获得网络交易利益的主要来源，因此，需针对大学生消费群体加大网络营销的力度，并开展网络营销活动。本文是基于大学生的网络购物特征浅析网络营销策略，主要研究是对当前网络购物市场中大学生的网络购物的特征与影响消费的因素等进行分析，在此基础上，制定网络营销策略，为企业、商家和网上零售商提供参考，同时提高我国经济及促进电子商务的发展具有重要的意义。有利于电子商务的市场范围的扩大，并提高市场竞争力，从而推动电子商务的快速发展。关键词 大学生 网络购物特征 网络营销策略 Based on the college students network shopping features according to the network marketing strategyABSTRACT With the rapid development of the network, our country has entered the era of e-commerce, the network shopping way has been widely accepted by the majority of Internet users, including students groups has become the main consumer electronic commerce, is the enterprise, business important target groups, is the enterprise network transactions for the interests of the main source, therefore, should be in the college students consumption group increase network marketing of strength, and develop the network marketing activities. This paper is based on the university students network shopping features according to the network marketing strategy, the main research is the network shopping market in university students network shopping the characteristics and the influence factors of consumption are analyzed, and based on this, the plan network marketing strategy for enterprise, business and online retailers offer reference, and at the same time, improve our country economy and promote the development of e-commerce has the vital significance. E-commerce market to the expansion of scope, and increase the market competitive power, so as to promote the rapid development of electronic commerce.KEYWORDSCollege students，Network shopping features，Network marketing strategy 目 录 TOC \o 1-3 \u 1 绪论 PAGEREF _Toc11370 11.1 网络营销概述 PAGEREF _Toc19143 21.1.1 网络营销概念 PAGEREF _Toc13459 21.1.2 网络营销现状 PAGEREF _Toc15098 21.1.3 网络营销特点 PAGEREF _Toc25877 时域性 PAGEREF _Toc21698 富媒性 PAGEREF _Toc2545 交互式 PAGEREF _Toc13103 个性化 PAGEREF